Directed by Will Groebe
Produced by Daniel Elder, Zaki Rubenstein and George Elder
Casted by Zaki Rubenstein
A support group talks about their love of Doritos.
The original product was made at the Casa de Fritos
in Anaheim, California
. Using surplus tortillas, the company-owned restaurant cut them up and fried them (as in traditional Mexican chips called totopos
) and added basic seasoning, resembling the Mexican chilaquiles
, but in this case being dry. Arch West
was the Vice President of Marketing of Frito-Lay at the time, and noticed their popularity. He made a deal with Alex Foods in 1964, the provider of many items for Casa de Fritos at Disneyland, and produced the chips for a short time regionally, before it was overwhelmed by the volume, and Frito-Lay moved the production in-house to its Tulsa
"Doritos" were released nationwide in 1966, the first tortilla chip to be launched nationally in the United States.
The name derives from the Mexican Spanish doradito
, meaning "golden brown".
In a television special on the National Geographic Channel
about Ultimate Factories
, season 5 episode 6, it was said that Doritos is a $4 billion a year product. This made it the number one seller in corn based chips; it is the second leading seller behind Lay's Potato Chip, another Frito Lay product.
According to Information Resources International, in 1993, Doritos earned $1.3 billion in retail sales, one-third of the total Frito-Lay sales for the year. Nevertheless, in the costliest redesign in Frito-Lay history, in 1994 the company spent $50 million to redesign Doritos to make the chips 20% larger, 15% thinner, and rounded the edges of the chip. Roger J. Berdusco, the vice president of tortilla chip marketing, said a primary reason for the change was "greater competition from restaurant-style tortilla chips, that are larger and more strongly seasoned".
The design change was the result of a two-year market research study that involved 5,000 chip eaters. The new design gave each chip rounded corners, making it easier to eat and reducing the scrap resulting from broken corners. Each chip was also given more seasoning, resulting in a stronger flavor. The redesigned chips were released in four flavors beginning in January 1995.
The previous Doritos
logo can still be seen on the popular Nacho Cheese flavor.
In the United States, Frito-Lay eliminated trans fat
from all Doritos varieties in 2002. The same year, the Doritos brand began complying with U.S. Food and Drug Administration
labeling regulations, four years before the regulations became mandatory.
The company was sued in 2003 by Charles Grady, who claimed that his throat had been damaged because of eating Doritos. According to him, the shape and rigidity of the chips made them inherently dangerous. Grady attempted to admit into evidence a study by a former chemistry professor that calculated how best to safely swallow the chips. The Pennsylvania Supreme Court later ruled that the study did not meet scientific standards and could not be presented as evidence.
In 2005, Doritos sales in the United States fell by 1.7% to $595 million. To increase sales in 2006, the company launched several new flavors, a new label, and more bilingual advertising. Frito-Lay vice president Joe Ennen described this as "the most significant rebranding and relaunch in Doritos' 38-year history".
On February 21, 2013, the Doritos
logo was changed again,
and the advertising slogan "FOR THE BOLD" adopted.
The logo change was unannounced and can now be seen on all flavors of Doritos
, though some bags of the Nacho Cheese flavor still maintain the 2005 logo.
In 2015, Doritos introduced a limited edition Rainbow Doritos product, which were only available to those making a minimum donation of $10 to the It Gets Better Project
, a non-profit organization that supports LGBT youth.
The promotion raised $100,000 for the organization, and was met with controversy.